A magazine media kit is a document that provides advertisers and advertising agencies with information on a magazine’s readership, advertising rates, editorial policy and production requirements. The kit, in printed or online form, is designed to convince advertisers that a magazine represents the most cost-effective medium for communicating with a specific target audience.
Magazines attract readers by publishing articles and news that appeal to their interests. A media kit describes the magazine’s editorial policy to demonstrate why it is important to readers. The kit includes a sample issue or sample articles, together with profiles of the magazine’s editorial team and key contributors. The kit includes details of any editorial awards, together with a calendar of upcoming features that provide opportunities for advertisers.
A magazine media kit provides circulation statistics and a detailed profile of readers. The profile for consumer magazines is based on readers’ age, sex, location, interests, income and occupation. Business magazines provide details of their readers’ industry, size and type of company, job title and responsibilities. Magazines use independent audited figures to confirm their circulation. They also state whether readers pay for copies or receive them free. Readership information is based on surveys carried out by the publisher, an independent research firm or an industry association, such as MPA.
The kit includes information on the purchasing power of the magazine’s readers to demonstrate why advertising will provide a strong commercial return. It provides a list of products and advertisers, with statistics comparing the magazine’s performance with competitive publications. Case studies of successful advertising campaigns demonstrate how advertisers use the magazine to build brand awareness or increase sales or market share.
A media kit includes a detailed list of rates for advertisements of different sizes. Advertisers can choose from full-page ads, double-page spreads or smaller spaces, such as half pages or quarter pages. Advertisers can also provide previously printed items, such as small catalogs or leaflets that publishers insert into the magazine. Publishers offer discounts to advertisers who buy a series of advertisements in addition to premium rates for advertisements in special positions, such as the front cover. Advertisers use the readership details, circulation figures and advertising rates to calculate the cost of covering their target audience and compare the results with details from other publications
Publishers provide advertisers and agencies with the design and production requirements for different types of advertisement. They also publish lead times for submission of advertisements. Media kits may also include details of any special services available to advertisers, such as design, campaign planning or market research.